SeaWorld app adds 'QuickQueue' line-skip feature

SeaWorld Orlando is adding a unique feature to its mobile app soon that will allow people to buy its QuickQueue pass anywhere – even when standing in line at a ride. QuickQueue is the park’s express lane feature for rides and attractions.

Previously, the QuickQueue feature was only available on the park’s desktop website for an additional $19, which meant visitors had to buy it in advance.

“Making it mobile is really unique because you can now get QuickQueue while you’re standing in line, if you decide you don’t want to wait that long. A lot of other parks would say, come back later,” said Aimee Jeansonne Becka, marketing communications director at SeaWorld Parks & Entertainment.

SeaWorld redesigned its app earlier this year with the help of San Diego-based tech firm TE2 (The Experience Engine). The QuickQueue feature will be added to the app within a month, she said.

The new app already includes an updated GPS function that shows users what attractions are nearby.

"This announcement is part of our larger focus on guest innovation and the important role that mobile and social media plays in the travel planning process," said Jim Atchison, president and CEO of SeaWorld Entertainment, in a news release. "We designed these apps based on consumer insights and mobile best practices to give our guests a premier user experience while still allowing us to invest our dollars efficiently."

SeaWorld says the new features also include “up-to-the-minute ride wait times and show times, ride-height filters, car finder function and insider park tips.”

Darla Morse, chief information officer, said "Our goal was to 'put the park in your pocket,' using a device they are already familiar with and comfortable using.”